Turning customer evidence into a platform roadmap
A B2B platform with more requests than budget does not need another backlog workshop. It needs a shared way to compare opportunities.
I wrote the long case as one evidence base across 35 markets. This note is the method in short form.
Three sources, one set of axes
- Behaviour — ~40,000 daily sessions: where usage concentrated, where friction showed up.
- Surveys — 1,470 responses: stated priorities and gaps that analytics alone could not name.
- Visits — 30 customer visits: workarounds and local process that explain the numbers.
None of these is enough alone. Behaviour without visits is a heatmap without a story. Visits without behaviour become local anecdotes. Surveys without either become opinion with a sample size.
What “shared axes” means
Product and business leaders could put opportunities on the same chart: impact for customers, effort, and confidence in the evidence. That does not remove judgment. It stops every market arguing from a different dictionary.
Why this still matters for AI
The same discipline applies when the backlog item is an agent or an automation. Demo enthusiasm is not adoption. Measure whether the loop changed a decision — same lesson as from unused dashboards to unused AI output.